MOBILE PAYMENTS MARKET GUIDE 2013 INSIGHTS IN THE WORLDWIDE MOBILE TRANSACTION SERVICES ECOSYSTEM OVER 350 COMPANIES WORLDWIDE INSIDE Extensive global distribution via worldwide industry events As the mobile payments ecosystem is becoming increasingly more crowded and competitive, the roles of established and new players in the mobile market is shifting, with new opportunities and challenges facing each category of service providers. Efma, the global organization that brings together more than 3,300 retail financial services companies from over 130 countries, welcomes the publication of the Mobile Payments Market Guide 2013 by The Paypers as a valuable source of information and guidance for all actors in the mobile transaction services space. Patrick Desmarès - CEO, Efma MOBILE PAYMENTS MARKET GUIDE 2013 INSIGHTS IN THE WORLDWIDE MOBILE TRANSACTION SERVICES ECOSYSTEM Authors Ionela Barbuta Sabina Dobrean Monica Gaza Mihaela Mihaila Adriana Screpnic RELEASE | VERSION 1.0 | APRIL 2013 | COPYRIGHT © THE Paypers BV | ALL RIGHTS reserved 2 MOBILE PAYMENTS MARKET GUIDE 2013 INTRODUCTION Introduction You are reading the Mobile Payments Market Guide 2013, a state- se and the way commerce is done. From a quick and accessible of-the-art overview of the global mobile transaction services channel for banking on the move to a sophisticated tool for shop- ecosystem and the most complete and up-to-date reference ping, price comparison and buying, the saga of the mobile device source for mobile payments, mobile commerce and mobile is an on-going story that unfolds in leaps and bounds within a banking-related information at global level. This guide is published progressively crowded (and potentially fragmented) ecosystem. on a yearly basis by The Paypers, the leading independent source Last but not least, merchants have grown to play an increasingly of news and analyses for professionals in the payment industry. significant role in the mass­market deployment of mobile financial services. Mobile has the potential to serve as a channel for mer- The second edition of the Mobile Payments Market Guide pro- chants to customize the shopping experience for consumers, vides an in-depth look at the global mobile transaction services turning into a true point of interaction between the retailer and the ecosystem, combining insight from key stakeholders and top-level buyer, as well as a tool which can be used to deliver an overall industry thought leaders with a comprehensive overview of market better shopping experience. players. Voices from all areas of the mobile ecosystem – services providers, banks, industry associations, as well as top industry Within such a context where new players, technologies, business experts have exposed their vision on the main developments, models and rivalries emerge every day, the Mobile Payments current and upcoming trends in the mobile space. Market Guide 2013 developed by The Paypers aims to serve a twofold purpose. On the one hand, it aims to provide an arena In putting together this guide, we wanted to highlight the complex where voices from all across the industry can expose their vision, state of affairs in the mobile transaction services industry. Firstly, dis cuss trends and developments, business models and revenue the rise of the mobile phone as a tool for everything from banking, opportunities, and argue the case for what they consider to be payments, loyalty and access control to a wallet replacement and the most promising trends in mobile transactions. On the other even a cash register seems unstoppable. Mobile devices have hand, the guide aims to be a comprehensive source of information come to play an increasingly important role as part of modern for industry professionals, allowing them to gain access to a consumers’ shopping experience – however, is as yet difficult to rich, all-in-one reference material which lists over 350 profiles ascertain whether the mobile phone will preserve this momentum of companies in the mobile transaction services, providing and establish itself as a valid payment and value-added services information as well as food for thought. access point or else remain an alternative tool on the fringes of the transaction services ecosystem. The Mobile Payments Market Guide 2013 features a three part structure, with Part 1 dedicated to insights from industry Another reality clearly reflected in the editorials of our guide is that stakeholders and associations involved in the mobile payments mobile financial services constitute a significant revenue oppor­ ecosystem. In Part 1, Patrick Desmarès, CEO of Efma, discusses tunity for all parties involved, be they mobile operators, retailers the challenges and opportunities associated with mobile wallet or financial services companies. The question therefore becomes offerings for banks. Andreas Stroebel, President of the Smart when, rather than if mobile payments will truly go mainstream— Payment Association (SPA), approaches the issue of optimizing and what steps will be undertaken to eliminate grey areas. certification for mobile payment platforms, while Sirpa Nordlund, Clearly, the use of the mobile phone as a tool for financial trans­ Executive Director of the Mobey Forum, takes a look at one of the actions has a disruptive effect on both the payments industry per most disruptive mobile payments technologies of 2013 – mobile INTRODUCTION MOBILE PAYMENTS MARKET GUIDE 2013 3 point of sale - analysing the market, the risks, the role of the banks The Mobile Payments Market Guide 2013 is a great means to stay and the importance of the consumer in this emerging ecosystem. informed and keep up to date with the latest industry perspectives, In his editorial, Paul Alfing, Chair of the E­payments Committee trends and developments, a highly useful document that should of Ecommerce Europe, provides a closer look at what the growth be kept at hand at all times. Finally, this document has been put of mobile means for brick-and-mortar shops – whether it means together with the utmost care. If you discover that, despite our the end or else an opportunity for offline retailers to tap into the efforts, it features information that is unclear or erroneous, we very mobile channel and leave online shops behind. Part 1 of the much appreciate your feedback. Mobile Payments Market Guide 2013 also features two exclusive interviews – one with Jason Oxman, CEO of the Electronic Trans- Monica Gaza actions Association and one with Richard Cohene, Director of Senior News Editor, The Paypers Marketing for online flash­sales merchant Beyond the Rack. Part 2 of the Mobile Payments Market Guide 2013 is a section dedicated to thought leadership contributions. It features insights from leading mPOS services provider SumUp (The High Street: The race is on by Petter Made, Chief Operating Officer and Co-Founder), leading international electronic payment and risk management solutions company Wirecard (The future is here and its name is ‘cross-channel’: The convergence of online, offline and mobile channels is a reality by Christian von Hammel- Bonten, Executive Vice President Sales Telecommunications) and mobile direct retail banking company Moven (Banking in context – How mobile is reinventing the bank account by Brett King, CEO and Founder). Part 2 also includes exclusive contributions from industry experts, namely The Paypers, Innopay, an independent consulting firm, and Maverick China Research. Alessandro Longoni, Consultant at Innopay, discusses how mobile payments are changing the checkout experience, while Casey Baumgartner, Analyst at Maverick China Research takes an in-depth look at the rapid development of China’s mobile payment market. Part 3 will present in­depth company profiles mapping out nearly 350 key players in the global mobile transaction services space. Also, an enhanced online company profiles database with advanced search functionality will complement the PDF version of the Guide, allowing readers unprecedented access to and visibility into the global mobile payments market. 4 MOBILE PAYMENTS MARKET GUIDE 2013 table OF CONTENTS Table of contents 2 Introduction 5 VOICE OF THE INDUSTRY SECTION 6 Will digital wallets pay off for banks? | Patrick Desmarès, CEO Efma 8 Mobile payments in offline shops reinforce online world | Paul Alfing, Chair of the E-payments Committee, Ecommerce Europe 10 Optimizing certification for mobile payment platforms | Andreas Stroebel, President, Smart Payment Association 12 mPOS: The clock is ticking for banks | Sirpa Nordlund, Executive Director, Mobey Forum 14 Exclusive interview with Jason Oxman | CEO, Electronic Transactions Association 16 Exclusive interview with Richard Cohene | Director of Marketing, Beyond the Rack 18 THOUGHT LEADERSHIP SECTION 20 The High Street: The race is on | Petter Made, Chief Operating Officer and Co­Founder, SumUp 22 The future is here and its name is ‘cross-channel’ | Christian von Hammel-Bonten, Executive Vice President Sales Telecommunications, Wirecard AG 24 Banking in context – How mobile is reinventing the bank account | Brett King, CEO and Founder, Moven 28 Merchants take a stand in the mobile payments space | Monica Gaza, Senior News Editor, The Paypers 30 Mobile payments & contexts: changing check out | Alessandro Longoni, Consultant, Innopay 32 The rapid development of China’s mobile payment market | Casey Baumgartner, Analyst, Maverick China Research 34 The next mobile payments challenge – Transforming into mobile commerce | Daniel Chatelain, Managing Director, The BayPay Forum 36